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Author: Paul Wagner
Publisher:
ISBN: 9781934259252
Category : Selling
Languages : en
Pages : 0
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Book Description
How can a small winery possibly compete with the marketing ware chests of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. Many have succeeded at it. And by being educated so can the owner of even the newest and smallest startup. This completely revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical and powerful strategies into the hands of veteran brand managers and marketing professionals, with100 pages of new and expanded material in such topics as importing and exporting, logistical management, marketing your tasting room and wine region as a prime tourist destination, how to generate greater retail sales, and how to grab the benefits, while avoiding the dangers, of Wine 2.0, social networking and viral marketing. REVIEWS: "It's crucial to understand how to make a winery stand out from the crowd and yet fit into people's lifestyles in an enjoyable, meaningful way. This book does all of that and more. It is both credible and authoritative and very, very useful" - Robert Mondavi" Illustrated *
Author: Bruce McGechan
Publisher: Board and Bench Publishing
ISBN: 1935879871
Category : Cooking
Languages : en
Pages : 419
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Book Description
If it seems like small wine businesses are getting crowded out of a vibrant US wine market by retail chains, entrenched distributors, and established brands, there's good news for little guys. There's a reason why these massive companies spend a fortune acting "small." In the new, wired realm of marketing and customer relations, the qualities that make small businesses distinctive, like personalized service, deep product knowledge and authentic interest, matter more than ever. Wine marketing consultant Bruce McGechan answers the question of how to put those built-in attributes in front of all those online customers with his new book Wine Marketing Online: Discover the secrets that successful wine businesses use to market their wines online; Learn how to increase your credibility and be seen as an expert by your local customers; Generate Traffic to your website using Google; Convert that traffic into sales through fine-tuned content and a positive user shopping experience; Utilize social media to effectively engage with new and existing customers on your blog, Facebook, and Twitter; Ride the coming wave of mobile websites, apps, advertising and location based services like Foursquare and Yelp; Analyze your wine eCommerce software options; 'Finally' turn one-off orders into repeat loyal customers; and last but not least share your enthusiasm for wine and really enjoy your business. Wine Marketing Online includes a winery internet marketing and brand plan, wine store internet marketing plan, wine store financial model and wine competitor and customer research.
Author: Colin Michael Hall
Publisher: Routledge
ISBN: 0750654201
Category : Business & Economics
Languages : en
Pages : 378
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Book Description
This is a practical guide to the specific issues that affect the marketing of wine at an international level. The author covers theory and the results of research but the focus is on the nuts and bolts of marketing based on case studies.
Author: Paul Wagner
Publisher:
ISBN: 9781934259252
Category : Selling
Languages : en
Pages : 0
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Book Description
How can a small winery possibly compete with the marketing ware chests of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. Many have succeeded at it. And by being educated so can the owner of even the newest and smallest startup. This completely revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical and powerful strategies into the hands of veteran brand managers and marketing professionals, with100 pages of new and expanded material in such topics as importing and exporting, logistical management, marketing your tasting room and wine region as a prime tourist destination, how to generate greater retail sales, and how to grab the benefits, while avoiding the dangers, of Wine 2.0, social networking and viral marketing. REVIEWS: "It's crucial to understand how to make a winery stand out from the crowd and yet fit into people's lifestyles in an enjoyable, meaningful way. This book does all of that and more. It is both credible and authoritative and very, very useful" - Robert Mondavi" Illustrated *
Author: Gergely Sznolnoki
Publisher: Springer
ISBN: 1137602988
Category : Business & Economics
Languages : en
Pages : 183
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Book Description
This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.
Author: Larry Lockshin
Publisher:
ISBN: 9780646947600
Category :
Languages : en
Pages :
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Book Description
Internationally-respected wine marketing expert Larry Lockshin* has teamed up with WBM - Australia's Wine Business Magazine, to publish a dynamic new book called This Little Pinot Went to Market: A Guide to Wine Marketing.The 228-page book - published by Adelaide media company Newstyle Media - is now available in both digital and printed formats from $49.95.A collection of magazine columns Lockshin has written over the past 17 years, the book covers a range of topics including branding, consumer behaviour, communication, distribution, tourism and merchandising.If you are serious about the wine business you should have a copy of this book.
Author: C Michael Hall
Publisher: Routledge
ISBN: 1135406707
Category : Business & Economics
Languages : en
Pages : 191
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Book Description
Get the advantage you need to compete in the worldwide food and wine tourism marketplace! Wine, Food, and Tourism Marketing is an overview of contemporary practices and trends in food and wine tourism marketing. International in scope, the book draws on studies from Canada, England, France, New Zealand, South Africa, and Scotland for analyses of contemporary practices and trends that help you develop, implement, and maintain strategic competitive advantages. The book looks at case studies of business operations, seasonality, destination image, and the development of business networks. Equally valuable as a professional resource for practitioners and as a textbook for upper-level and graduate students in tourism, hospitality, and wine and food studies, Wine, Food, and Tourism Marketing examines the importance of food and wine tourism to rural regional development. The book presents destination management planning and marketing initiatives for specific markets that can be easily adapted and applied to a wider range of wine tourism settings. Tourism marketing researchers and academics address vital issues such as the importance of collective marketing strategies, viticulture, design factors for online tourism information, and the use of food images in promotional material and positioning strategies. The book includes: a 2001 research study on French public sector management of wine tourism an examination of the cider industry in Somerset, England a look at the implications of non resident tourist markets on British Columbia’s emerging wine tourism industry an analysis of the types of food images used in French regional tourism brochures a national study of seasonality issues on wine tourism in New Zealand a look at post-apartheid tourism trends on South Africa’s Western Cape a survey of eight wineries on the Niagara Falls wine route with implications for marketing strategies a study of the use of local and regional food for destination marketing of South Africa a look at how food-related tourism in the United Kingdom is being promoted using the World Wide Web Wine, Food, and Tourism Marketing is an essential read for practitioners and educators involved in tourism and hospitality, marketing, food and wine studies, and rural regional development.
Author: Marianna Sigala
Publisher: Springer
ISBN: 3319754629
Category : Business & Economics
Languages : en
Pages : 399
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Book Description
This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors.
Author: Jack Carlsen
Publisher: CABI
ISBN: 1845931718
Category : Cooking
Languages : en
Pages : 300
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Book Description
Wine regions are attracting increasing numbers of tourists through tours, wine festivals and events, and winery, restaurant and cellar door experiences. Using a host of case studies from Europe, North America, South Africa, Australia and New Zealand this book reviews the latest wine tourism research and management and marketing strategies. The book highlights the lessons learnt for wine, tourism and related industries and concludes by examining the future of the wine tourism industry.
Author: Matt Harvey
Publisher: Routledge
ISBN: 1135079749
Category : Business & Economics
Languages : en
Pages : 285
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Book Description
In an increasingly competitive global market, winemakers are seeking to increase their sales and wine regions to attract tourists. To achieve these aims, there is a trend towards linking wine marketing with identity. Such an approach seeks to distinguish wine products – whether wine or wine tourism – from their competitors, by focusing on cultural and geographical attributes that contribute to the image and experience. In essence, marketing wine and wine regions has become increasingly about telling stories – engaging and provocative stories which engage consumers and tourists and translate into sales. This timely book examines this phenomena and how it is leading to changes in the wine and tourism industries for the first time. It takes a global approach, drawing on research studies from around the world including old and new world wine regions. The volume is divided into three parts. The first – branding – investigates cases where established regions have sought to strengthen their brands or newer regions are striving to create effective emerging brands. The second – heritage – considers cases where there are strong linkages between cultural heritage and wine marketing. The third section – terroir – explores how a ‘sense of place’ is inherent in winescapes and regional identities and is increasingly being used as a distinctive selling proposition. This significant volume showcasing the connections between place, identity, variety and wine will be valuable reading for students, researchers and academics interested in tourism, marketing and wine studies.
Author: Peter Yeung
Publisher:
ISBN: 9781913022044
Category :
Languages : en
Pages : 302
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Book Description
A textbook and practitioner's guide, written by a leading Professor of Wine Business and a seasoned luxury wine marketing practitioner. It describes the history and best practices of marketing luxury wine, and includes case studies of wineries from around the world, as well as new, primary research into the market size of luxury wine.
